Email is a communication tool that has been around for decades and has constantly been evolving to meet the needs of the digital age. It’s not just a new norm that we’re getting used to, it’s a vital part of our daily lives.
The very first email was sent by its inventor in 1971, long before the internet even existed. Since then, emails have been getting more and more subscriber-centric, and 2023 looks set to be the year when personalization becomes even more important.
As customer expectations continue to evolve, it’s up to companies to adapt and cater to their diverse needs. By keeping up with the latest email marketing trends and offering a personalized approach, businesses can build stronger relationships with their customers and stay ahead of the competition.
Email Has Scaled Beyond Its Original Design.
Email overload has become the bane of our existence. With spam messages accounting for a staggering 45.1% of email traffic in 2021, it’s no wonder our inboxes feel like a battlefield.
Countless hours are wasted each week deleting, unsubscribing, and even resorting to creating new email addresses just to stay sane amidst the chaos.
As our ideas get bigger, we’re stuck with the frustrating limitation of not being able to send a file larger than 25MB. And let’s not forget the sheer pain of creating an email address that’s personalized to your identity without resorting to clunky alphanumeric combinations. It’s time we reclaim our digital identities!
Adding insult to injury, most email platforms are plagued with bloated feature sets and icon placements that don’t align with users’ actual needs. The result? Our inboxes look like a never-ending spreadsheet, overwhelming us with a deluge of information we can’t even begin to process.
Consumers Will Get More Choices For Email Services
The growing demand for more integrated customer communication solutions is one factor driving this trend. The accelerated pace of disruptive technology being built will introduce a powerhouse email experience that will become a mainstay through the coming years.
New email service entrants will emerge as demand increases. In the next two years alone, worldwide email accounts are reportedly expected to grow slightly faster than worldwide email users (3% per year — reaching 4.4 billion worldwide users by the end of 2024).
In addition, the rise of cloud computing and Software-as-a-Service (SaaS) has made it easier for email service providers to offer their services to telemarketing companies.
Email service providers can now offer their services over the Internet without needing on-premises hardware or software.
Intelligence Will Reach New Levels
Today, AI experts are already talking about the potential of consciousness in technology. Before you know it, your email will become partially conscious. Like self-driving cars, email could become smart enough to self-compose, self-delete, and even self-schedule meetings.
Drastic advances in email tracking and analytics will allow businesses to gather more data on their customers’ behavior and preferences, providing valuable insights that can be used to refine and improve email campaigns.
Moreover, using tools such as chatbots and automated response systems, companies can provide fast and effective customer service that meets the expectations of today’s consumers.
Email Will Solidify Itself As Your New Digital Fingerprint
Your reliance on your digital identity will continue to grow in the years to come. All online transactions require validation of your identity via an email address, and studies show Americans increasingly use email as a repository for their digital activity.
Gradually, more businesses rely on email to communicate with their customers, and our email accounts are becoming a key source of personal data. From purchase receipts to order confirmations, our email accounts contain a wealth of information about our personal and professional lives.
With enhanced security protocols, email accounts will become an increasingly important part of our digital identity, and will be used to target us with marketing messages and other personalized content.
Passwords Will Disappear, And Security Will Increase.
Device-based authentication and biometric security advancements will likely render passwords obsolete in the next decade. Privacy-invasive ad targeting and the email phishing scam epidemic will reach a tipping point.
Encryption technology and other creations will evolve and strengthen the walls of your inbox by finding new ways to block out prying eyes.
From mobile device facial recognition to biometric authentication, we’ve already seen significant progress in the realm of security.
Email Marketing Remains One Of The Top Ways To Reach Out To People When Marketing Your Products.
With a remarkable return on investment of up to 44:1, it far outperforms other forms of advertising like TV commercials, which only offer a return of 1.3:1.
In the current digital landscape, marketers face shifting norms and a growing distrust in social media, which can create unease when reaching their target audience. Many marketers struggle with a lack of data and integration, making it difficult to create effective campaigns.
Fortunately, as technology advances, we can expect to see more sophisticated tools that make it easier to streamline email marketing efforts.
Email Teams Will Manage More Omnichannel Messaging.
According to a recent report by Forrester, 67% of customers prefer to use multiple channels for customer service. Additionally, 73% of customers say that valuing their time is the most important thing a company can do to provide them with good service.
By implementing an omnichannel approach, businesses can provide a more seamless and personalized customer experience, increasing satisfaction and loyalty. With the right tools and strategies, email teams can successfully manage these channels and help businesses thrive in the digital age.
A report by HubSpot found that email marketing has an average ROI of 4400%, making it a highly valuable channel. However, email is not the only channel customers want to use, and businesses need to be able to meet them where they are.
“We’ll see more email marketing teams taking on other channels, managing and reporting on SMS and push, especially in a mobile-first world. Email marketers are best positioned to own and adopt these emerging channels with their experience and the parallels in strategy and execution. “The goal of the business is to engage with and convert customers. Whether that is done via email, SMS, push, social, in-app, doesn’t matter.”
–Lee Munroe, Head of Design, OneSignal
Email Will See A Paradigm Shift Toward User Autonomy.
One of the main drivers of this paradigm shift is the increasing use of artificial intelligence (AI) in email communication. AI-powered tools are now being used to analyze user behavior and preferences, allowing businesses to send more targeted and personalized emails.
This, in turn, gives email users greater autonomy, as they can engage with emails that are more relevant to their interests and needs.
Moreover, the rise of mobile devices has given email users the ability to access and manage their emails anytime, anywhere. This has made email more convenient and personalized, allowing users to choose when and where they want to engage with their emails.
With Gmail setting precedence, other email clients will soon follow suit and become very adept at sorting, filtering, and blocking email senders based on user engagement and more aggressive spam scoring. I believe these AI and collective feedback algorithms will also lessen the onus on users to approve, flag, report, and unsubscribe from senders.”
–Ali Mahad, Email and Marketing Automation Specialist, Finning International Inc
Customer data platforms will accelerate email capabilities.
In conclusion, the future of email support looks bright as new and innovative technologies are being developed to enhance the user experience. An email will continue to play a critical role in our daily lives, whether for personal or professional purposes.
The email will also solidify its role as a digital fingerprint and become a repository for digital activity, requiring higher security standards. The use of passwords may disappear and be replaced by more secure and privacy-focused technologies, such as biometric authentication.
The future of email support is promising and exciting, and we can only look forward to the developments yet to come.